This paper looks at the whiskey producer 'The Olde Distillerie' and discusses expanding world markets.
Written in 2008; 4,200 words; 20 sources; APA; $ 112.95
Paper Summary:
In this article, the writer discusses The Olde Distillerie, a small, independent producer of Scotch Whiskey based in Dumfrieshire, south-west Scotland. The writer explains that The Olde Distillerie was once a top-producer and distributor of their line of products, but sales are currently experiencing a downturn in sales. The writer then relates that The Olde Distillerie has relied primarily on the UK market to sustain profitability, however, recently, the company has proclaimed a desire to examine the possibility of utilizing overseas markets in order to restore profitability. Next, the writer compares the feasibility of launching a marketing campaign in Sweden, Italy, Czech Republic and Ireland and examines the reasons for the country selected in which to launch the campaign. Lastly, the writer outlines the best strategy for a successful launch in the country selected.
Outline:
Introduction
Part I - Marketing Environment
Sweden
Sweden - PESTLE Analysis
Italy
Italy - PESTLE Analysis
Czech Republic
Czech Republic - PESTLE Analysis
Eire
Eire - PESTLE Analysis
Part II - Weighted Comparison of Factors
Part 3: Outline for Entry into the Irish Market
References
From the Paper:
"From a population perspective, Italy has the largest target population, far exceeding that of the other three countries selected. All four countries had a median population that was well-within acceptable limits to establish the target market. Is would make Italy the favorite, in terms of potential consumers. Another factor that influences the size of the market is that Italy has a lower legal drinking age than the other prospects. The legal drinking age is 16, compared with 18 in the other countries. This means that the target market extends two years further in Italy. One can count 16 year olds, as opposed to 18 years olds as potential consumers.
"From an economic perspective, there were vast differences in the viability of the markets. Emerging markets such as the Czech Republic would appear to be attractive as they have the greatest potential for growth."
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